E-MARKETING

SMS Messaging : A Fast Growing Advertising Media

SMS messaging has become an integral part of electronic media since the late 1990s. Though it became a phenomenon in the media economy, both as a money spinner and as an advertising strategy, it helped to build the image of sponsoring brands as well as the telecommunication networks, which supported the SMS messaging. A lot of data pertaining to the precise way the SMS messaging has become an influential factor in branding is not available. This article aims at formulating some assumptions in theorizing the working of SMS messaging.

Within a short span of 15 years, SMS messaging has become an important instrument of communication, not only between individuals (Interpersonal Communication), but also between persons and media institutions (Interactive medium of Communication). The SMS and the mobile phones entered the Indian telecommunications almost in the late 1990s. Prior to this, pagers were considered precursors to SMS on the mobiles. SMS messaging was initially introduced in the mobile sector to enhance the convenience of the public in general. Even messaging was digitally done from landline to mobile phones and landline to landline, where there was a facility to read the messages. Further, the messages could also be sent to mobile phones via special e-mail address, carrier's website or special messaging software.

SMS messaging has become an increasingly popular form of communication due to the economics of text messaging vs. being online. The key advantages of text messaging, when compared to being online, writes Giridhar Gopal (2007), include a user's ability to text people independent of computer access, regardless of whether they have access to the Internet or not. It is less intrusive and cheaper than a telephone call. In that sense, SMS messaging is purely linear and is treated as interpersonal communications falling within the definition of Laswellian model of communication. SMS messaging spread so fast that, by the turn of the millennium, almost all the programs that were being aired and telecast on the electronic media began to use the convergence of SMS messaging. This technology was also being employed to get a quick feedback on these programs, as well as for eliciting public view on matters of public or national importance. In other words, it has turned the electronic media into interactive media.

Gradually, SMS messaging has begun to acquire the contours of commercial entertainment and constitute a feedback mechanism proposed by the Osgood and Wilbur Schramm Circular Model (Wilbur Schramm, 1964). As such, the SMS service is seen both as a multiplier of media economy and index of increasing public participation and expression in the programs of electronic media, including FM Radio. Denis Mcquail and Windhal (1993) described the increasing participation of peole in any program or activity as a first step to democratization (participation through development communication), and the efficient use of the feedback provided by the participants, thus, constituted a way forward in building up a healthy and vibrant democracy.

While the first two fall under the entertainment programs of the electronic media, the third comes under news dissemination, which deals with the level of infotainment or edutainment, as conceived by Singhal and Rogers (diffusion of innovations). Further, the SMS messages, in respect of the first two categories, are incentive-driven and are highly-competitive. However, the SMS messages in respect of the third category reflects the level of awareness, sense of commitment and increased identification with the issues in question per se.

In fact, these characteristics of SMS messaging perfectly fit into the concepts of media economy, democratization and mediated marketing communication, which is also known as integrated marketing communication. According to Phillip Kotler (2007), `innovations and diffusions' are part of the most important marketing strategies for a product evaluation to determine the customer needs through which better services could be rendered to customers.

Before proceeding further, it is better to examine the terms media economy and democratization and see how they can be associated with the SMS messaging.

Media Economy

Any financial gain through business or commerce, using `media' both as medium and message (Marshall Mc Luhan - Medium is the Message) is construed as `media economy'. Here, the term `media' is used in its widest sense. The term includes different media such as telecommunications, radio and television, as well as alternate ones, such as e-mail, SMS messaging, etc. Even mobile services come under the definition of media. As SMS messaging turned out to be a money spinner, its contribution to the media economy has become a subject to be explored further for systematic understanding of its money multiplying ability. [Refer Figure 1(a)]

Democratization

The Indian Constitution has granted certain fundamental rights to its citizens. Of these, the freedom of expression, under Article 19 1(a), is considered the most precious and invaluable. It is because through this people are able to freely express their opinions on a number of issues. Views are expressed by the public through SMS messaging regarding their choicest brands, heroes and heroines, programs and tastes. This has also given the citizens an opportunity to express a collective voice or opinions on the issues of public concern/safety (and security) including corruption, criminalization of politics and erosion of values in society.

Categorization of Programs Using SMS Messaging on the TV

As pointed out earlier, messaging through SMS has become an inseparable component of almost all the television programs. Though for the sake of convenience, the television channels have been classified into two groups, general entertainment and news channels, the classification is not to be deemed as any rigid separation. This is because both the channels include elements of the other. Though text messages are being used for the programs telecast on these channels, the classification is considered essential to give a focused treatment to the programs which involve the SMS messaging for varied purposes in most of the cases the involvement being in respect to the specific cause too.

 

Based on the current scenario, efforts are being made to gain some important insights into the SMS messaging, both as a communication model and as a strategic area of media economy, performing a very complex and manifold role in brand building far beyond our imagination. [Refer Figures 1 (b) and 1(c)]

The following classification helps one understand the process of SMS messaging. Each of these categories comprises a number of sub-categories falling within its domain.

Business promotion (entertainment channels including music)

• Sale of sarees, diamonds, programs related to women, sports-related issues, etc.

• Questions on serials or films regarding roles/names of actors.

• Talk shows based on movies/movie personalities.

 

Building Brand Image (entertainment channels including music)

• Idea/Airtel/Candyman Super Singers Sa Re Ga Ma Pa.

• Reality Shows, like Indian Idol, Big Boss, etc.

Mobilizing Public Opinion on an Issue (in news/in news channels)

• Panel interviews.

• Public debates.

• Live news transmissions.

The above categorization can also be looked at from the angle of conceptual classification of the programs based on the expected outcomes which use the SMS strategy for various purposes. In the process, the following broad categories have been identified as basic conceptualizations which could be applicable to any category of program being beamed by a TV channel. [Refer Figures 1(d) and 1(e)]

Categorization of Conceptual Outcomes of SMS Messaging

• Incentive-based SMS strategy for brand sales or promotion (like among SMS messages, a lucky winner will be chosen).

• Building brand image through the SMS strategy. Examples: Indian Idol, Sa, Re, Ga, Ma, Pa, Big Boss, etc.

• Opinion survey through SMS strategy in case of programs such as Film Fare/Femina and Filmgoers Awards.

Multifaceted Role of SMS Messaging

Based on the above classifications and observations, it is easy to identify the programs which use the SMS strategy for the purpose of:

• Boosting the TV channel's image.

• Promoting the sales of the products of a brand.

• Protecting and boosting the image of a brand.

• Providing space for friends and relatives to socialize through sending greetings and best wishes.

• Conducting an opinion survey with respect to the audience's favorite films and actors, anchors and tele-serials and calling for an opinion on issue of public concern, etc. (Refer Figures 2, 3 and 4)

Also, the intensity of the SMS messages being sought by the television channels, is another important dimension. Whether or not a program gets more number of SMSes depends largely on the program itself or on the objectives of the sponsor (say brand). The TV programs could be categorized as low intensity SMS message programs and high intensity SMS message programs.

High intensity SMS messaging has often been found when viewers were asked to exercise their option with regard to their favorite films/heroes/heroines/technicians, etc. Even as this is being considered as democratization of media, the process per se is a non-incentive to the participating voters.

In the case of news channels also, the viewers are being asked to send their opinions through SMS on a given issue of concern. In all, such open invitations, the SMS messaging are non-incentive. The intensity with which the SMS messages have been sent to a given program is considered as the index of democratization.

For instance, NDTV used the SMS message opinion survey for getting the Jessica Lal murder case trial reopened and heard by the Delhi High Court almost on day-to-day basis which ultimately brought the guilty to book. Today, the SMS messages are being used for eliciting public opinion in choosing the best films, best actors and actresses, songs, lyricists, musicians, cameramen by Film Fare, Femina, etc. There is an obvious quid pro quo relationship in terms of media economy between the television channels and the sponsors. The increasing involvement of viewers through SMS clearly shows the link between media economy and an index of increasing democratization.

The media economy angle of quid pro quo relationship shared between television channels and the FMCG products has an unseen dimension to it, which is benefiting the telecom service providers, both in terms of enhancing their images and augmenting their revenues.

If one looks at the current sponsorship scenario of the television programs being aired, it becomes clear that some programs are sponsored directly by the telecom service providers themselvess in which the FMCG companies play the co-sponsors' role. This important development has led to the establishment of a number of entertainment production units, such as Pyramid Saimira entertainments Limited, which began to produce the entertainment programs with the sponsorship of the FMCG brands. Programs like, Idea Super Singer, etc., are being beamed across India in various regional languages with the sponsorship of FMCG companies. A common feature of these programs is the SMS strategy being employed to decide the winners. Whether the high intensity SMS messaging truly reflects the index of democratization is to be examined on an issue-to-issue basis and a sweeping rule cannot be formulated, based on stray incidents or controversies.

Conclusion

The use of text messages in the last one decade has unveiled a totally new area of integrated marketing communication. SMS messaging has become a multiplier of media economy. The initial intention of the SMS messaging was to involve the viewers and enhance the Television Rating Points, in other words, epitomized democratization. But, soon the television channels and the brand image seekers realized that the SMS messaging can be used for both multiplying of media economy and democratization. In the process, the telecom providers unintentionally received a double advantage of boosting their own brand image and augment their revenues too. This aspect requires an in-depth study.

About the Author

Dr. CSHN Murthy is a Professor in Journalism and Mass Communication at Manipal Institute of Communication, Manipal University, Manipal. The author can be reached at cshnmurthy@yahoo.co.in.